Anderson Design Studio
Anderson Design Studio has been a Nashville mainstay for over 40 years, earning its place as a standout in the interior design industry. Recently, the firm reached a pivotal moment as founder Kathy Anderson, who spent four decades building the company into one of Music City’s most respected design studios, stepped out of her day-to-day role. At the same time, Samm Leiby and Olga Lochbihler were promoted to join Katie Stix as partners, marking a new era for the team. This transition coincided with a move to a new office, signaling a period of growth and fresh momentum for the studio.
To amplify these changes and reinforce the studio’s long-standing commitment to excellence, Anderson Design Studio partnered with REED to develop messaging and connect with the right media to celebrate this new chapter.
INSIGHT
Change can be scary. Sharing news of a leadership transition—especially when it involves a founder with a 40-year legacy—requires a thoughtful approach. Anderson Design Studio wanted the announcement to feel like a natural evolution for their clients and vendors, not a departure from what they know, while also sharing their excitement about the new office and partners with clients and the Nashville community who have supported them for decades.
STRATEGY
REED leaned into its own recent experience with partner promotions to craft a communications plan that worked on several levels. While the focus was on looking ahead, it was also essential to celebrate Kathy’s impressive career and what was next for her. REED framed the leadership changes as a sign of healthy growth for this Nashville design staple and showcased the expertise of the new partners who would continue the studio’s reputation for excellence.
ACTIVATION
REED’s campaign balanced respect for Kathy Anderson’s four-decade impact with genuine excitement for the firm’s future. We wrote a press release announcing the leadership transition and office move, crafted tailored pitches for different media, highlighting unique story angles in both local Nashville media and interior design trades and worked with the team to craft a personal letter from Kathy for Anderson Design Studio to share with all clients and vendors. The communication reinforced the studio’s ongoing commitment to design quality and client service and showcased each partner’s strengths and experience that had contributed to the studio’s established reputation. By weaving together the leadership transition and office move, REED was able to tell a story of momentum versus disruption.
RESULTS
Over the course of the project, REED secured valuable media coverage that included five media placements reaching more than 4.4 million people in outlets such as the Nashville Business Journal and Interior Daily.
This campaign helped Anderson Design Studio confidently step into its next chapter, protecting its reputation for excellence and sparking excitement for what’s ahead with the new, but trusted, partners.